Posted in BlackBox Summit , CrossFit , CrossFit Central , Lindsey and Web Smith
He has a struggling reputation, in and outside of Texas. "His following is too large and he doesn't get enough face-time with them. His message is too diluted. He is a motivational speaker. He doesn't get enough face time with the congregation. He makes too much money. He smiles too often. I am not a fan of "big boxes." He is imposing a business plan on an organically grown organization. His venue is too flashy, isn't that just vile? He is just flamboyant and it is uncalled for!"
My co-worker was speaking of Pastor Joel Osteen, of Lakewood Church in Houston. Who'd you think the quote was about? Joel Osteen is the quintessential leader/businessman/industry revolutionary. He is everywhere, including his book, It's Your Time: Activate Your Faith, Achieve Your Dreams, and Increase in God's Favor on my iPod. I anticipated my co-worker's response when I raved about his newest audio book. It is the motivational speech of the century. In that way, she was right in many of her perceptions but, in general, the stereotype of the mega-church has gotten a bum rap.
The Contrast
When the term mega-church (2000+ members) rings in a person's ears, they often associate it with big, impersonal, diluted, phony. Lakewood's telecast is "broadcast to 100 million different nations" and the church seats 43,000 on an average Sunday. For every loyal member of the congregation, the church probably has one hundred detractors. This isn't a referendum on Joel Osteen or mega-churches. In fact, Lindsey and I attend a mega-church and it feels like a close family. Of the nearly 12,000 members, we know quite a few of them. We watch college football at Pastor Fleming's home. His brother-in-law, Youth Pastor Jeff Skipper, has become one of my closest friends and one a few essential mentors. Lindsey and I lead a small group of high school freshman. Most every member is also a member of a small group. It is a beautiful place, aesthetically and otherwise. The church fosters an environment of succinct, loving and enabling relationships. What is wrong with influence, extraordinary numbers and the intent to improve upon both, when the "big box" has a professional and personal environment? This is an example of one of the models, used by organically grown profit and not-for-profit organizations. The pursuit of quantity does not forsake quality.
The analogy that we are attempting to make between the organic growth of CrossFit and a few of its most successful "big box" affiliates, with the growth and influence of the typical "big box" church, is a profound one. Like CrossFit, many people believe that the church should convene in a "small box" with a cap on the amount of followers. We advise you that while the analogy is imperfect and the subjects are entirely different, in at least one way, there is a relationship. This post is simply a forum on leadership, widening influence and organic growth. It is honest, thought-provoking and even a little partisan. This isn't intended to be written in the context of a religious lens, rather, it is comparison of how different leaders communicate and market to their constituents. You'll find that, large-following or small, no style is better or worse, as long as the message is unadulterated. This is about CrossFit and a conversation (or 10) that sparked my interest in examining CrossFit intra-brand competition.The Great Example. A Positive Influence on The Community.
This series of three posts is about affiliate relationships and the interesting dynamic between a handful of Texas affiliates and CrossFit Central in Austin, Texas. Often times, I am involuntarily thrust into the "too large for their own good" conversation. It's what happens when you wear a CrossFit Central shirt around town. The last conversation that I had, on this subject, was with a Bay Area affiliate owner. I was freshly exhausted after my first event at the "Oktoberfest Obliteration" fall competition. The gentleman shook my hand as we greeted each other near my car and he asked me if Lindsey and I were going to affiliate. I suggested that we would consider, only if we could affiliate far enough away from an existing box, while staying within Houston city limits. He replied,It doesn't matter if you're close to another. You can only fit so many people. Everyone can find 150 clients.I explained to him that, if I affiliated, I would want to pattern my business plan after CrossFit Central's. I told him a Houston affiliate with 500+ clients was feasible. He replied,
That's not the way it is supposed to be, the relationships with the clients would falter. A box that big is impersonal and maybe even unprofessional. I am not sure that it is even CrossFit. Boot camps aren't CrossFit.
Several Affiliate owners, maintain a similar opinion of CrossFit Central's programming style, class format, big box client-base and overall appeal. (See CrossFit Journal: Centers of Excellence II) "Big" Mike Gregory of CrossFit Central has even addressed this issue on his blog entitled, "I Hate to Get Personal." That is when you know that the situation is serious. But for what reason? We are all a part of the same community and we can benefit symbiotically, if each Affiliate recognizes the unique and useful value in each other's resources, talents and coaching/athletic backgrounds.
Part Two: Why Even Bother Writing This?
Part Three: Every Box is Equally Important: CrossFit MPH, Atomic, Bayou City and the Garages of Gibson and Garza
Very intriguing. I really look forward to reading parts 2 and 3. See you around, Web. I am just about set-up to invite you out to the "new" garage gym for a WOD.
That's not the way it is supposed to be, the relationships with the clients would falter. A box that big is impersonal and maybe even unprofessional. I am not sure that it is even CrossFit. Boot camps aren't CrossFit....
My question to this is, what is this individual's definition of crossfit?
As for the impersonal statement... people get so wrapped up in the idea that they NEED to be known. Crossfit Central wants to help us many people as they can live a healthy lifestyle...just because my wife might not know a percentage of their clients names, it's all of sudden it is labeled impersonal and unprofessional? I call bs on that. far fetched example, how many of Gandhi's followers did he know on a first name basis? a small percentage I'm sure. People followed Gandhi because of his message and believed in what he was all about... It's the same with Crossfit Central. People want what Crossfit Central has to offer because they believe in it what they are all about...but don't just rely on what I have to say since I'm married to one of the founders of Crossfit Central, just ask their paying clients....any one of the 500 plus people they get to assist in their journey we call life.
@ Shane and Karen, thank you. I love you bro and I hope to see y'all soon. Part three talks about the dream. The dream that you are living. It will take hard work but you will surely succeed. I know it.
@ Lion Heart
Kris,
You are preaching to the choir. I hope that you know that. I am sitting in the office at CrossFit Central, listening to your brother-in-law blow the socks off of 60 people with his charisma and leadership. Dave Castro, Tony Budding, Jolie, OPT, Camacho, Robb Wolf and many others are listening intently. I don't know how or why someone would want to degrade two siblings and/or their company, when it is clear that passion and concern for others, drives this business.
I hope to see you sometime this week, this post will come full circle as posts number two and three go up. I wrote this in conjuction with the Black Box Summit for a reason.
Anyone that is here will leave: a better coach, a saavier business-minded person, a better CrossFitter and a better connected member of the community. It is about excellence.
It is great to see guys like Vic Zachary and the Garzas here. They are going to take this knowledge back to Houston and Laredo and be able to disseminate to our friends. Everyone is better. The irony is, none of this could be done without a rolodex of 500+ clients.
Hope to see you this weekend, my friend.
Web
I know where you stand Web....my comments are directed toward the individuals who have opinions about Crossfit Central that aren't justified...rather just opinions which everybody has the right to have.
with all this beautiful rain we are having, I might not be leaving after all... much love bro'
Great post, Web! I can't wait to read the next 2 parts.
I'll openly admit that when I began at Crossfit Central in June I was skeptical of the business model. Having come from smaller, more intimate boxes I felt lost in the rolodex. Fast forward a couple of months and my opinion shifted DRAMATICALLY. Starting with their short film, The Movement, their vision for Austin became clear. This community isn't about being the jerks in the Crossfit Cartoons that are now coming out on the web. ("I'm *&^% elite") No, Crossfit Central is about bringing health/wellness/fitness to the Austin community. With each client, with each new member of our Crossfit family, Crossfit Central is making Austin a healthier and better community in which to live, work, and raise a family. All of the coaches at Crossfit Central have a passion for their clients, Crossfit, and for our city. How is that any different than traditional/smaller boxes?
"Most every member is also a member of a small group...The church fosters an environment of succinct, loving and enabling relationships."
This was my favorite part of your article. Just because we are a larger congregation doesn't mean that the support, professionalism, or leadership is lacking. I'd actually say that the beauty of this model is that it provides so many opportunities for personal development to its clients. Central puts out a wealth of information to clients. It's our responsibility as clients to use that information to discuss, lead, serve, challenge, inspire, and support each other in those smaller groups.
Web,
You don't actually believe your opinion of CrossFit Central do you?
Anon- If you had actually taken the time to read Web's entire post and his response in the comments you wouldn't be asking that question.
Kris and Georgia- AMEN!
I had to, church refrences and all ;)
@ Georgia Beautfully put and exactly on point.
@ Anon Yes, I believe my opinion. (I don't think anyone has ever responded to such a question.)
@ Aaron Thank you for clarifying it for Anonymous and as always, thank you for reading!
Check out my post on SICFIT.com later today!
This is a fascinating conversation.
My wife is a trainer at Central. I work out there several times a week. I'm also a pastor. I've worked with both large and small churches and now I'm starting a new community of faith in the North Austin area.
The beautiful thing about this debate is that so much of what we're talking about is measurable. We don't have to rely solely on anecdotal evidence.
Here are questions I'd ask of both smaller and larger boxes:
1. What is your retention rate of current clients? How big is your back door and how many people are leaving? Biggger boxes (and churches) will initially attract more newcomers simply because they have more momentum and visibility in the community, but if newcomers are aren't engaged with quality programming they will not stay. Is there any proof that smaller boxes do a better job of retaining clients than bigger ones or vice versa?
2. What results are the clients experiencing? Do members of smaller boxes enjoy greater results than members of larger boxes? This can be measured.
3. What is the client to trainer ratio at each box? A typical pastor of a small church can only keep up with about 120-150 people. Past that he's got to add more staff or things will start falling apart and people will fall through the cracks. Is it possible that a larger box with more trainers has a better "span of care" than a smaller box with only one trainer?
Finally, church leaders have debated this kind of thing for decades. Most have gotten to the point that they realize there needs to be different sized churches for different types of people. Some people do best in a house church setting (garage gym). Some do better in a small church setting (smaller box with less than 150 clients). Some thrive in larger churches (mega-box). None are better than the other and they're all helpful to a variety of people.
To the degree that all types of boxes (and churches) are changing lives, they should be celebrated.
Hey Web, always good stuff... enjoy the reading.. keep it coming!!
@ Wade Hodges Thank you so much for the time, thought and effort thatyou put into that response. It allowed me to approach my second post (tomorrow) they way that I had intended. It was a pleasure meeting you this weekend.
@ Adrian Allen That always means alot coming from you. Work hard.